With its new “Feed the Moment” marketing campaign, Stop & Shop aims to reveal a more emotional side of grocery shopping and connect with consumers around the idea that their grocery shopping list is more than just a list, but as the retailer says, “reflects all the moments of their life.”
Created in partnership with Stop & Shop’s creative agency of record, McKinney, the campaign includes spots running across broadcast, online video, audio, social and print media.
The new campaign reflects the broad range of people shopping at Stop & Shop, rather than just focusing on the typical “busy mom” shopper, the retailer said.
“The campaign also values togetherness, especially around food, which has been exacerbated by the pandemic when so many of us have been separated from our loved ones,” according to Stop & Shop. “‘Feed the Moment’ celebrates the everyday and special occasions where food plays a key role in moments we spend with family and loved ones. With an anthem spot created by McKinney that sets the tone for the fresh campaign, the spot ties together to drive home the price and savings messaging.”
The spot also leans on Stop & Shop’s recently launched omnichannel platform, which provides a more seamless experience for customers to shop at stopandshop.com — or via Stop & Shop's free mobile app — for Pickup or Delivery. The new platform includes a revamped loyalty program called Stop & Shop GO Rewards, which provides even more opportunities for savings and delivers personalized offers and allows customers to earn points that can be redeemed for gas or groceries every time they shop, whether in-store or online.
Stop & Shop, a division of Ahold Delhaize USA that operates more than 400 stores on the East Coast, has also embarked on a multi-year remodeling initiative, focused on enhancing the in-store experience for its customers — with 55 stores expected to be remodeled in 2021.The remodeled stores offer a fresh new look and feel, featuring updates like expanded produce sections, more prepared foods and ready-made meal solutions for families on-the-go, plus more locally grown and produced items.